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How to Conduct a Successful Marketing Audit for Your Propane Company

July 13, 2016 By Barry Bright

How to Conduct a Successful Marketing Audit for Your Propane Company

ROI. It's the bottom line, isn't it? Especially in marketing.

What's the best way to figure out which strategies are working and increasing your profits and which ones are coming up short for your propane business?

The answer is a marketing audit.

Today, we're going to discuss how, when, and why you should conduct a marketing audit for your propane company.

ROI is difficult to calculate. Social media is free to join and participate in, but your marketing team is using company resources to engage.

PPC is a great way for a new business to get their website in front of people, but it's an expensive investment. If it isn't working, you need to take a step back, reevaluate, and most likely focus on your local SEO and SEO in general.

Do your delivery trucks have your logo painted on them? What about the tanks themselves? How much is this paint job costing?

Is there a cheaper alternative?

These are the kinds of questions a marketing audit will answer. Let's get started.

Grunt Work

You're going to need the facts and figures at your finger tips. You'll need analytics information, visual aids, etc..

You want information on your current clients, target clients, tactics, objectives and goals, and marketing tools.

You literally want every piece of marketing information you can get your hands on. From there, calculate your marketing ROI.

Objectives and Goals

Take a long, hard look at these. Are your marketing strategies still in line with your objectives and goals?

This is one of the best parts of a marketing audit.

Here is where you can see if your company has outgrown its original ideas. You can also see if your marketing team has inadvertently veered from the marketing path that you were hoping for.

Aside from ROI, this is going to be your biggest indicator of potential changes you need to make to your strategies.


With so much data in your hands, what do you do with it? You look for holes.

You don't just look for holes within your own propane business. Think big picture. Think about propane and delivery in general.

Is your data showing you a void in the market? Is there an entire group of potential customers no one is targeting?

Is your website fast enough? Is your social media manager doing enough interaction?

These are just a few of the questions you should be asking. The data should be providing the answers.


You've collected and studied the data. You've redefined your mission, your objectives, and your goals.

You have a clearer idea of where you want your company to go and how you're going to get there.

Share this information with your marketing team. Get their perspectives on the numbers, adjust your marketing ideas, and take action.

Wrapping it Up

A marketing audit isn't a one time deal. Once every quarter is a great way to stay on top of your strategies and make sure your objectives and goals are being met.

Without the occasional audit, you're more likely to miss potential customers who will land right in the arms of the competition. You'll lose tons of cash in the long haul.

As a business owner, you can't afford to let either of those happen.

If you found today's article informative, you'll also like this one on 5 signs your propane gas company is ready for an online marketing investment.


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